{"id":1881,"date":"2009-07-24T20:42:00","date_gmt":"2009-07-25T00:42:00","guid":{"rendered":"http:\/\/retailprophet.com\/blog\/?p=183"},"modified":"2009-07-24T20:42:00","modified_gmt":"2009-07-25T00:42:00","slug":"business-case-be-damned","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2009\/07\/24\/business-case-be-damned\/","title":{"rendered":"Business Case Be Damned!"},"content":{"rendered":"<p>By Justin K. Lacey (<em>Guest Blogger<\/em>)<\/p>\n<p>Over the last couple of days at the UBC <a href=\"http:\/\/www.cstudies.ubc.ca\/sustainability\/summerinstitute\/index.html\">Summer Institute in Sustainability<\/a>, we\u2019ve spent a great deal of time discussing, in one way or another, the \u201cbusiness case\u201d for sustainability. It\u2019s an area of great interest for businesses large and small, and many feel that it\u2019s the key for companies to identify those opportunities that add business value while promoting environmental and social benefits.<img fetchpriority=\"high\" decoding=\"async\" class=\"alignright size-medium wp-image-184\" title=\"Sustainability\" src=\"https:\/\/www.retailprophet.com\/wp-content\/uploads\/2009\/07\/Sustainability-300x200.jpg\" alt=\"Sustainability\" width=\"300\" height=\"200\" \/><\/p>\n<p>What I find ironic is that, all of a sudden, there exists this belief that every business on planet earth completes an exhaustive business case before they make any business decision bigger than where to order lunch for the afternoon brainstorming session.<\/p>\n<p>I have worked for companies large and small, all quite successful, and we made many decisions without the aid of a detailed business case. And even when we did complete a business case, assumptions and \u201cgut instinct\u201d were never too far removed from the final recommendation. Business people have pet projects and initiatives that they feel are \u201cstrategic\u201d and always find a way to get them implemented \u2013 business case be damned.<\/p>\n<p>Truth be told, none of that really matters any more &#8211; the business case for sustainability is incredibly strong, and getting stronger each and every day. Reduced energy usage, improved efficiency, enhanced brand image and greater employee engagement are all positive factors that need to be included in the business case for any sustainability initiative. And as the cost of various \u201cexternalities\u201d (a term coined by economists to describe the full \u201ccost\u201d to the environment of a given business activity) are factored into the price of all sorts of goods and services, the case for sustainability is only going to get stronger.<\/p>\n<p>As a small business owner or entrepreneur, the key is to identify specific environmental or societal issues that are strategic to your business. Every business relies on something the earth provides, or a service from a particular group of people. \u00a0The key is to identify opportunities that both add value to your business and contribute to addressing the environmental or societal issues affecting your company\u2019s long term viability. If you feel your business is too small to make a difference on its own, then you need to work with other, like-minded businesses or work through your trade group or business association.<\/p>\n<p>Over time, each and every business will do the math and determine that the business case for sustainability is in fact the only business case that matters.<\/p>\n<p>Tomorrow will be my final guest post and I will be providing a few final, likely random, thoughts about business, sustainability, and my 5 days at UBC.<\/p>\n<p>Justin K. Lacey is the founder of <a href=\"http:\/\/www.iwalksoftly.com\">Walk Softly Communications<\/a> and a friend of Retail Prophet<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Businesses routinely make decisions without adequate research or planning.  Why is then that we need exhaustive business cases for sustainability plans in our businesses?  Justin K. Lacey opens the question up in this live report from the Summer Institute in Sustainability conference.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[19,20,21],"class_list":["post-1881","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-green","tag-greentailing","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Business Case Be Damned! | Retail Prophet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retailprophet.com\/2009\/07\/24\/business-case-be-damned\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business Case Be Damned! | Retail Prophet\" \/>\n<meta property=\"og:description\" content=\"Businesses routinely make decisions without adequate research or planning. Why is then that we need exhaustive business cases for sustainability plans in our businesses? Justin K. 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